MARK 305 Lecture Notes - Lecture 11: Marketing Buzz, Social Proof, Guerrilla Marketing
1 Feb 2015
School
Department
Course
Professor
Document Summary
Obviously, certain groups exert a greater in uence than others and for broader ranges of consump9on decision. Reference groups have an informa. onal in uence, an u. litarian in uence, and a value- expressive in uence. In this case, it will in uence a change in behavior. Informal: small group of friends (high in norma9ve in uence) It is easier for marketer to in uence formal groups since they are more iden9 able and accessible. Informal groups conversely, have more power on individual consumers. Its members don"t live near each other and meet rarely. Generally, they come together to par9cular ac9vi9es organized around a brand. In the contrary, an9brand communi9es: coalesce around a brand, but in this case they"re united by their disdain for it. Aspira9onal reference groups comprise idealized gures, such as successful businesspeople, athletes, or performers. Membership strategies focus on ordinary people whose consump9on provides informa9onal social in uence.
